The Threshold Story

As part of a cross functional team, I played a key part in not only identifying the white space at Target for a casual, soft modern brand, but in brainstorming over 1,000 possible names and creating the brand's aesthetic expression and guidelines. Having tightly controlled brands is an absolutely essential part in building guest loyalty which returns a stronger reputation for Target. Another strength on the team is to provoke internal leaders with new product ideas and new category exploration. (Check out our product inspiration for the newly launched Threshold Desk Accessory and Stationery line)

The more casual approach to marketing Threshold was a direct result of our team. Vignettes and events like the Dollhouse set the course for even more marketing collaboration.

Uploaded by Theodore Madden on 2013-10-13.

The Evolution of Room Essentials

Room Essentials is the only carryover brand from the "dark ages" of design-- that is, when no one managed the brand. It suffered from an identity crisis and had zero brand recognition or loyalty from our guest. I've definitely given the brand a lot of love over the past several years, prompting renewed marketing interest, two total identity rebrands, and earned RE a permanent position in the brand portfolio as a $1.5B player.

This thoroughly modern brand is also our entry price point brand- so my challenge is to evolve the look of this brand to be "magazine worthy."

The Smith & Hawken legacy

Smith & Hawken has been an integral part in completing our outdoor living brand portfolio. For the past two years as buying habits have changed, our in-store presence must also change to reflect these buying habits. I've been given our patio space in-store for two years to present ideas to transform the experience for our guests.